Marketing in a Post-TikTok Era: Strategies for Adaptation

What are the psychological and cultural implications of removing a platform deeply embedded in users' daily lives? 

The millions of users who flock to the platform daily have become dependent on this source of information. Users come to the platform to learn about current events, share their personal experiences and even foster new communities of likeminded individuals near and far. Dissipating a platform that has become a massive sociocultural communication tool could potentially create a void at the individual, community, or cultural level. The platform’s user community at large along with any sub-communities who depended on this platform may be forced to displace their feelings of solidarity and support; ultimately, dealing with the stress of sudden disconnect and the burden of fostering this once global, sociocultural connectivity elsewhere.  

What strategies can marketers use to avoid "shiny object syndrome" when navigating shifts in the social media ecosystem? 

I believe a solid marketing strategy should be data-driven and balance proactive and reactive approaches. To me personally, defining your brand’s core values is the foundation. You must ensure that no matter what “shiny objects” arise, your brand is recognizable, consistent, and authentic in any trends you lead or join. With this in mind, do research on your audiences, new and old. Stay true to the brand, cater to these valuable audiences, and let the performance data and measurable metrics tell you the rest. That way at any time, you can pivot your attached audiences as you redefine your strategy in accordance with ever-changing macro or micro trends. 

How can marketers prepare for the emergence of new platforms if TikTok were to be banned? 

To prepare for the emergence of new platforms, it’s important to monitor social and e-commerce trends. Research your customers; possibly even ask your loyal audiences where they are headed. Think through nuanced methods of reconnecting with your audiences as a consolidated community, elsewhere. With these insights in mind, think through a strategy that pivots well via a flexible / adaptable content strategy with a strong thread to create a loyal, core community that can locate you on any new / trending platform and help jumpstart your growth. In a nutshell, the advice boils down to “stay ready, so you don’t have to get ready.” 

What lessons can marketers learn from the resilience of platforms like TikTok in the face of potential bans? 

Humans are innately social beings that thrive on connectivity and content-sharing as a tool to learn, grow, and entertain. Regarding the rise and fall of any social platform, marketers should learn to LEARN; and learn to learn FASTER – it does not matter if it’s short or long-form content. New platforms, new trends, new tools, new content preferences, every day the meaning of new evolves exponentially. Stay curious, stay creative, and stay nimble… admit no day is ever the same, then grow from there!

How important is platform diversification in a marketer’s strategy to mitigate risks associated with potential bans? 

Platform diversification is a must, regardless of “bans. Everybody in the USA is talking about the price of eggs recently, right? Here you go: putting all of your eggs in one basket isn’t just an added risk, it is also likely leaving money on the table. Testing and learning from other platforms can be so rewarding, and the results will surprise you. For example, if your business is only selling via TikTok Shop now, that does not mean you’re dependent on the TikTok algorithm through-and-through. Try something new while being weary of spreading thin! Echo the data-driven learnings from your TikTok success (in an adapted form) on another platform that you learn holds similar or complementary audience interests. This can lead to a trove of growth: stronger brand visibility and reach, new and untapped audiences, and potentially: a stronger Plan B to mitigate the risks of platform dependency. 

What opportunities might arise for marketers in the event of TikTok’s absence from the social media space? 

Endless opportunities! For those marketers who have followed TikTok’s boom but were too late to jump on in… this is your chance! Research the social trends, follow the data and jump in with creative, unique content that speaks to your brand. For marketers who were on TikTok, there is the unique opportunity to reignite the conversation about your brand elsewhere and engage with your audiences in fresh, exciting ways!